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\"\"<\/figure><\/div>\n\n\n\n

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\u901a\u8fc7\u4ee5\u4e0a\u5185\u5bb9\u6211\u4eec\u53ef\u4ee5\u5f97\u51fa\u4e24\u4e2a\u7b80\u5355\u7684\u7b49\u5f0f\uff0c\u4e0d\u7edd\u5bf9\uff0c\u4f46\u4e5f\u4e0d\u4e92\u76f8\u6392\u65a5\uff0c\u5927\u5bb6\u53ef\u6839\u636e\u5176\u503e\u5411\u6027\u52a0\u4ee5\u53c2\u8003\uff1a<\/p>\n\n\n\n

\u54c1\u724c = B2C + \u957f\u671f + \u4e0d\u786e\u5b9a\u6027
\u6548\u679c = B2B + \u77ed\u671f + \u786e\u5b9a\u6027<\/p>\n\n\n\n

\u5728\u4ee5\u505a\u54c1\u724c\u4e3a\u4e3b\u7684\u5e02\u573a\u6d3b\u52a8\u548c\u4ee5\u6548\u679c\u9a71\u52a8\u7684\u8425\u9500\u7b56\u7565\u4e0a\u4f01\u4e1a\u5230\u5e95\u8be5\u5982\u4f55\u505a\u51fa\u9009\u62e9\uff1f\u7edd\u5bf9\u6ca1\u6709\u4e00\u6761\u9ec4\u91d1\u94c1\u5f8b\u53ef\u4ee5\u6ee1\u8db3\u6240\u6709\u4f01\u4e1a\u7684\u9700\u6c42\uff0c\u4f46\u662f\u4f01\u4e1a\u53ef\u4ee5\u9075\u5faa\u4ee5\u4e0b\u65b9\u6cd5\u8fdb\u884c\u54c1\u6548\u534f\u540c\u7b56\u7565\u7684\u53d1\u5c55\u548c\u5b9e\u8df5\u3002<\/p>\n\n\n\n

1\uff0e\u8861\u91cf\u54c1\u724c\u6240\u5904\u7684\u5e02\u573a\u5730\u4f4d<\/p>\n\n\n\n

\u6211\u4eec\u4e00\u822c\u628a\u54c1\u724c\u6240\u5904\u7684\u5e02\u573a\u5730\u4f4d\u4ee5\u91d1\u5b57\u5854\u5f0f\u5206\u6210\u4e09\u4e2a\u5c42\u7ea7\uff0c\u4ece\u4e0a\u5f80\u4e0b\u4f9d\u6b21\u662f\u5934\u90e8\u54c1\u724c\u3001\u8170\u90e8\u54c1\u724c\u548c\u5e95\u90e8\u54c1\u724c\uff0c\u6839\u636e\u4e8c\u516b\u6cd5\u5219\uff0c\u4e0b\u9762\u4e24\u5c42\u5360\u636e 80%\u4ee5\u4e0a\u7684\u6570\u91cf\u3002<\/p>\n\n\n\n

\u5bf9\u4e8e\u5934\u90e8\u54c1\u724c\u6765\u8bf4\uff0c\u5176\u54c1\u724c\u8d44\u4ea7\u5bf9\u54c1\u724c\u5e02\u573a\u6743\u5a01\u7684\u5efa\u7acb\u548c\u6ea2\u4ef7\u80fd\u529b\u7684\u5f71\u54cd\u662f\u4e0d\u8a00\u800c\u55bb\u7684\uff0c\u8981\u7ef4\u6301\u5176\u9886\u5bfc\u5730\u4f4d\uff0c\u5e76\u8003\u8651\u53ef\u6301\u7eed\u53d1\u5c55\uff0c\u54c1\u724c\u6295\u5165\u5fc5\u987b\u4e0d\u80fd\u653e\u677e\uff0c\u4f46\u4e5f\u4e0d\u7528\u6295\u5165\u8fc7\u591a\u3002\u5bf9\u4e8e\u8170\u90e8\u54c1\u724c\u6216\u5e95\u90e8\u54c1\u724c\u6765\u8bf4\uff0c\u6839\u636e\u7279\u52b3\u7279\u7684\u201c\u5b9a\u4f4d\u7406\u8bba<\/a><\/span>\u201d\uff0c\u5982\u679c\u4e0d\u53e6\u8f9f\u8e4a\u5f84\u3001\u627e\u5230\u5728 Niche \u5c0f\u4f17\u5e02\u573a\u7684\u7279\u6b8a\u5b9a\u4f4d\uff0c\u5f88\u96be\u80dc\u8fc7\u5934\u90e8\u54c1\u724c\u3002\u540c\u65f6\uff0c\u7531\u4e8e\u5fc3\u7406\u4e0a\u7684\u5148\u5165\u4e3a\u4e3b\u6548\u5e94\uff0c\u8170\u90e8\u54c1\u724c\u548c\u5e95\u90e8\u54c1\u724c\u8981\u6811\u7acb\u5176\u54c1\u724c\u5730\u4f4d\u6240\u4ed8\u51fa\u7684\u4ee3\u4ef7\u8981\u5927\u5f97\u591a\uff0c\u53ef\u80fd\u6027\u4e5f\u8981\u5c0f\u5f97\u591a\u3002\u57fa\u4e8e\u6b64\u6765\u770b\uff0c\u5bf9\u4e8e\u8170\u90e8\u54c1\u724c\u6216\u5e95\u90e8\u54c1\u724c\u6765\u8bf4\u505a\u6548\u679c\u662f\u4e2a\u4e0d\u9519\u7684\u9009\u62e9\u3002<\/p>\n\n\n\n

\u8170\u90e8\u4f01\u4e1a\u6216\u5c3e\u90e8\u4f01\u4e1a\u7531\u4e8e\u5176\u5ba2\u6237\u7fa4\u4f53\u3001\u8d44\u6e90\u6574\u5408\u80fd\u529b\u3001\u6536\u5165\u89c4\u6a21\u7b49\u65b9\u9762\u7684\u52a3\u52bf\uff0c\u5927\u89c4\u6a21\u505a\u54c1\u724c\u66dd\u5149\u5bf9\u4ea7\u751f\u4f01\u4e1a\u589e\u76ca\u53ea\u6709\u975e\u5e38\u5fae\u5f31\u7684\u6548\u679c\u3002\u6218\u672f\u4e0a\u5e94\u4ee5\u6548\u679c\u4e3a\u4e3b\uff0c\u4f46\u54c1\u724c\u5efa\u8bbe\u4e5f\u4e0d\u80fd\u653e\u5f03\uff0c\u53ef\u4ee5\u4ee5\u66f4\u52a0\u806a\u660e\u7684\u65b9\u5f0f\u53bb\u505a\uff0c\u6bd4\u5982\u548c\u4e00\u4e9b\u5c0f\u578b\u7684\u4f46\u6709\u76f8\u540c\u4ef7\u503c\u89c2\u7684\u54c1\u724c\u8fdb\u884c\u8de8\u754c\u5408\u4f5c\uff0c\u5b9a\u671f\u63a8\u51fa\u4e00\u4e9b\u56de\u9988\u6d88\u8d39\u8005\u7684\u6d3b\u52a8\u3002<\/p>\n\n\n\n

2\uff0e\u8bc4\u4f30\u54c1\u7c7b\u4e1a\u52a1\u6a21\u5f0f\u548c\u7528\u6237\u8d2d\u4e70\u884c\u4e3a\u52a8\u673a<\/p>\n\n\n\n

\u54c1\u724c\u5728\u9a71\u52a8\u6d88\u8d39\u8005\u8d2d\u4e70\u51b3\u7b56\u65b9\u9762\u5230\u5e95\u6709\u591a\u5927\u7684\u5f71\u54cd\uff1f\u6211\u4eec\u4ee5\u8d2d\u4e70\u6c7d\u8f66\u4e3a\u4f8b\uff0c\u4eba\u4eec\u5728\u8d2d\u4e70\u6c7d\u8f66\u7684\u65f6\u5019\uff0c\u9664\u8003\u8651\u8d28\u91cf\u3001\u5b89\u5168\u548c\u64cd\u63a7\u8fd9\u4e9b\u666e\u904d\u7684\u8d2d\u4e70\u56e0\u7d20\u5916\uff0c\u54c1\u724c\u4e5f\u5360\u636e\u7740\u5f88\u91cd\u8981\u7684\u5730\u4f4d\uff0c\u56e0\u4e3a\u54c1\u724c\u610f\u5473\u7740\u9762\u5b50\u3001\u610f\u5473\u7740\u54c1\u5473\u3001\u610f\u5473\u7740\u751f\u6d3b\u65b9\u5f0f\u3002<\/p>\n\n\n\n

\u6211\u4eec\u518d\u4ee5\u8d2d\u4e70\u65e5\u7528\u54c1\u4e3a\u4f8b\uff0c\u4f60\u53bb\u8d2d\u4e70\u7259\u5237\u3001\u536b\u751f\u7eb8\u8fd9\u4e9b\u4ea7\u54c1\u7684\u65f6\u5019\u4f1a\u975e\u5e38\u5173\u6ce8\u54c1\u724c\u5417\uff1f\u8fd9\u4e9b\u4ea7\u54c1\u7684\u54c1\u724c\u901a\u5e38\u5728\u6e20\u9053\u4e2d\u4f1a\u5360\u636e\u8f83\u5927\u7684\u6bd4\u91cd\uff0c\u56e0\u4e3a\u7528\u6237\u56fe\u7684\u662f\u6027\u4ef7\u6bd4\u548c\u4fbf\u5229\u6027\u3002<\/p>\n\n\n\n

\u5728 B2B \u4e1a\u52a1\u4e2d\uff0c\u5ba2\u6237\u8d2d\u4e70\u751f\u4ea7\u6027\u8f85\u6599\u7684\u52a8\u673a\u51e0\u4e4e\u5168\u90e8\u6765\u81ea\u5bf9\u529f\u80fd\u8bc9\u6c42\u7684\u6ee1\u8db3\uff0c\u4ee5\u53ca\u540e\u671f\u53ef\u4ee5\u83b7\u5f97\u7684\u670d\u52a1\u3001\u6279\u91cf\u91c7\u8d2d\u7684\u6298\u6263\u3001\u5ba2\u6237\u5173\u7cfb\u3001\u8d26\u671f\u3001\u4f01\u4e1a\u63d0\u4f9b\u7684\u91d1\u878d\u65b9\u6848\u548c\u91c7\u8d2d\u6d41\u7a0b\u7b49\u8fd9\u4e9b\u6210\u672c\u56e0\u7d20\u3002<\/p>\n\n\n\n

\u5bf9\u7ecf\u8425\u8170\u90e8\u54c1\u724c\u548c\u5e95\u90e8\u54c1\u724c\u7684\u4f01\u4e1a\u6765\u8bf4\uff0c\u505a\u670d\u52a1\u3001\u505a\u6548\u679c\u548c\u94fa\u6e20\u9053\u6bd4\u5355\u7eaf\u505a\u54c1\u724c\uff08\u4e0d\u7ba1\u662f\u77ed\u671f\u7684\u8fd8\u662f\u957f\u671f\u7684\uff09\u66f4\u5bb9\u6613\u83b7\u5f97\u6295\u8d44\u56de\u62a5\u3002<\/p>\n\n\n\n

3\uff0e\u5206\u6790\u5e02\u573a\u6295\u653e\u7ade\u4e89\u73af\u5883<\/p>\n\n\n\n

\u5982\u679c\u9762\u4e34\u6fc0\u70c8\u7684\u5a92\u4f53\u6295\u653e\u73af\u5883\uff0c\u5a92\u4f53\u6210\u672c\u5347\u9ad8\uff0c\u5355\u505a\u6548\u679c\u8425\u9500\u5982\u5173\u952e\u8bcd\u7ade\u4ef7\u3001\u5173\u952e\u5b57\u4f18\u5316\u7b49\uff0c\u5176\u7ed3\u679c\u5c31\u4e0d\u80fd\u603b\u5c3d\u5982\u4eba\u610f\u4e86\u3002\u8fd9\u5c31\u610f\u5473\u7740\u4e3a\u4e86\u83b7\u5f97\u66f4\u591a\u7684\u70b9\u51fb\u548c\u66dd\u5149\uff0c\u4f60\u9700\u8981\u4ed8\u51fa\u66f4\u9ad8\u7684\u6210\u672c\u3002ROMI\uff08Return On MediaInvestment\uff0c\u5a92\u4f53\u6295\u8d44\u56de\u62a5\u7387\uff09= \u9500\u552e\u6536\u5165\/\u5a92\u4f53\u6295\u653e\u6210\u672c\uff0c\u8fd9\u65f6\u4ed8\u51fa\u4e00\u5143\u94b1\u7684\u6210\u672c\u672a\u5fc5\u53ef\u4ee5\u83b7\u5f97\u4e00\u5143\u94b1\u7684\u6536\u5165\u3002\u5728\u8fd9\u79cd\u60c5\u51b5\u4e0b\uff0c\u901a\u8fc7\u957f\u671f\u6253\u78e8\u54c1\u724c\uff0c\u5982\u7ef4\u6301\u4ea7\u54c1\u8d28\u91cf\u7684\u7a33\u5b9a\u6027\u3001\u6253\u9020\u670d\u52a1\u548c\u7528\u6237\u53e3\u7891\u3001\u6562\u4e8e\u8fdb\u884c\u6e20\u9053\u548c\u5e02\u573a\u6d3b\u52a8\u7684\u521b\u65b0\u7b49\uff0c\u66f4\u5bb9\u6613\u51fa\u5947\u5236\u80dc\u3002<\/p>\n\n\n\n

\u6709\u7814\u7a76\u6570\u636e\u8868\u660e\uff0c\u83b7\u53d6\u4e00\u4e2a\u65b0\u5ba2\u6237\u7684\u6210\u672c\u5e73\u5747\u662f\u7559\u4f4f\u4e00\u4e2a\u8001\u5ba2\u6237\u6210\u672c\u76843 \u500d\u3002\u6240\u4ee5\uff0c\u65e0\u8bba\u4f60\u7684\u76ee\u6807\u662f\u79ef\u6781\u6811\u7acb\u54c1\u724c\u5f62\u8c61\uff0c\u8fd8\u662f\u60f3\u8981\u83b7\u5f97\u7acb\u7aff\u89c1\u5f71\u7684\u6548\u679c\uff0c\u5173\u6ce8\u7ec6\u8282\uff0c\u8ba9\u6d88\u8d39\u8005\u80fd\u89e6\u8fbe\u4f60\u7684\u6bcf\u4e00\u4e2a\u89e6\u70b9\uff0c\u5728\u7528\u6237\u4f53\u9a8c\u548c\u670d\u52a1\u4e0a\u505a\u5230\u6781\u81f4\uff0c\u63d0\u5347\u7528\u6237\u9ecf\u6027\uff0c\u957f\u671f\u6253\u9020\u4e3a\u5927\u4f17\u6240\u559c\u7231\u7684\u54c1\u724c\u53e3\u7891\u624d\u662f\u4e0a\u4e0a\u7b56\u3002<\/p>\n\n\n\n

\u6211\u63a5\u89e6\u8fc7\u7684\u4e00\u4e9b\u533b\u836f\u4f01\u4e1a\u5176\u54c1\u724c\u8425\u9500\u548c\u6548\u679c\u8425\u9500\u6295\u5165\u7684\u914d\u6bd4\u6709\u4e00\u4e9b\u662f4\u22366\uff0c\u4e5f\u6709\u4e00\u4e9b\u662f 2\u22368\uff0c\u8fd8\u6709\u4e00\u4e9b B2B \u7684\u9ad8\u79d1\u6280\u4f01\u4e1a\u5b8c\u5168\u4e0d\u770b\u6548\u679c\uff0c\u53ea\u505a\u54c1\u724c\uff0c\u8fd9\u53d6\u51b3\u4e8e\u7ba1\u7406\u5c42\u7684\u4e0d\u540c\u770b\u6cd5\u548c\u4e1a\u52a1\u76ee\u6807\u9700\u6c42\u3002\u7531\u4e8e\u9636\u6bb5\u6027\u7684\u4e1a\u52a1\u589e\u957f\u76ee\u6807\u4e0d\u540c\u548c\u54c1\u724c\u6240\u5904\u7684\u5e02\u573a\u73af\u5883\u5dee\u5f02\uff0c\u54c1\u724c\u8425\u9500\u548c\u6548\u679c\u8425\u9500\u7684\u6295\u5165\u914d\u6bd4\u662f\u975e\u5e38\u52a8\u6001\u5316\u7684\u3002\u52a8\u6001\u5316\u7684\u8c03\u6574\u8fc7\u7a0b\u53d6\u51b3\u4e8e\u4e00\u6b21\u6b21\u7684\u6570\u5b57\u8425\u9500\u6d3b\u52a8\u548c\u5e7f\u544a\u6295\u653e\u5b9e\u8df5\uff0c
\u5176\u6700\u7ec8\u76ee\u7684\u662f\u8fbe\u5230\u201c\u54c1\u6548\u534f\u540c\u201d\u3002<\/p>\n\n\n\n

4\uff0e\u5728\u8425\u9500\u624b\u6bb5\u4e0a\uff0c\u59cb\u7ec8\u7262\u8bb0\u54c1\u724c\u57fa\u56e0\u4f20\u627f\u7684\u91cd\u8981\u6027<\/p>\n\n\n\n

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